When the holidays roll around for
another year there’s one thing that comes to mind: seasonal strategy. With
sellers competing for business like never before, it’s never been more
important to get your offering in order first.
Take a look at these 8 proven ways to
do just that, and you’ll be able to count on record turnover and profits in the
Define the right metrics to track
Every year you get excited about your
seasonal promotions and you’re adamant that they’ll work, but how do you really
know? If you want to check the performance on a daily basis there are several
key metrics that you need to look at:
- Conversion Rate
- Gross Profit
- Return Rate
The reason we’re stressing these 4 key
metrics is that they’re the fundamentals of any E-Commerce business. This means
that they apply today, during the holiday season, and forever more. Fail to
take sufficient notice of how they’re changing from one day to the next, and
you’re not really listening to what your customers are telling you.
If for example, you see that your new
seasonal sign off coincides with a 10% drop in conversions, change it. Don’t
leave it on there because you think that it should work. Listen to what your
customers are telling you and then respond appropriately.
Increase marketing spend with a
standalone holiday budget
Advertising on social media,
especially on Facebook, is a great way to get your business seen. What you need
to be aware of is that every seller will be spending more on ads at Christmas
because it’s the busiest time of year. This means that you’re going to have to
increase your spend just to stand still, and you’ll have to increase it even
further if you want to start pulling ahead of the competition.
It may feel like you’re throwing money
at the wall hoping for an upturn in sales, but a little planning will put this
notion to bed. Save throughout the year so that you have a standalone holiday
budget for marketing and ads. Not only will this prepare you for the additional
spend that’s coming your way. It will also prompt you to start planning how
your campaign is going to unfold. Learn from the lessons of the previous year,
update it to take into account the latest trends, and you should see some
serious return on your investment.
Create peak promotion marketing plans
to drive your most popular products
Every Christmas there are a few
must-have presents that consumers feel pressured to buy. The great thing about
Christmas for sellers, is that every buyer has dozens of people they need to
buy things for. There will be times when they know exactly what to get someone
and their choice is locked in months in advance. Most of the time however,
people are surprisingly easily swayed.
With pressure to find people something
that they will like, buyers actually reach a state known as decision fatigue.
There will be so many options out there and so many people to buy for, that
they will put decisions off. What you can do is really push the 20% of your
products that generate 80% of your turnover — the old 80:20 rule still applies.
This will allow you to catch the eye
of buyers who are looking to be told what they should buy. If they see ads over
and over for a product which they’re told is popular they’ll make the link in
their minds that it’s a desirable gift to receive. Once you establish your
products like this in the mind of buyers, you’re really onto something special.
Seasonal SEO is a great idea
People’s search habits change markedly
at Christmas time because they’re so focused on the big day itself. You do it
yourself, think about it. Are you more likely to search ‘funny present’ or
‘funny Christmas present’ if you’re shopping in early December?
This means that you need to change
your SEO keywords, for a short time at least to try and capture a number of the
most popular seasonal variations. With millions and millions of browsers opting
for a new suite of keywords for a few weeks a year, you can’t afford to miss
out. But don’t apply them too early.
You may think that if you start
weaving them into your text in August then this will give you longer to
establish yourself in the Google rankings. Whilst this might be true, people
aren’t going to want to read it. It will just look like you haven’t bothered to
take down your seasonal promotions. Start deploying your seasonal SEO campaign
in mid November and you’ll strike the right balance between moving up the
rankings and providing relevant readable content.
Build awareness early with remarketing
Remarketing works all year round
because it allows you to have multiple runs at selling to any given customer.
Something that’s worth considering is changing your remarketing approach around
the middle of November.
If you’re targeting customers with
items left in their baskets why not prompt them to think whether they’d make a
good Christmas present for someone else? Not only does this avoid the
potentially pushy approach of seeing if they still want it for themselves. It
gets them thinking about whether someone else they know would like it instead.
Clearly they saw something in the product to add it to their basket in the
The best thing about this new
remarketing approach is that it also shows customers that you’re already open
for Christmas business. If they want to get their shopping done early then
they’ll take a look at the rest of what you have to offer.
Create a gift guide to showcase your
Gift guides are a great way to
repackage your range so that you can put it in front of the eyes of your
customers all at once.
Lay everything out into easy to
navigate sections so that they won’t feel overwhelmed but the amount of choice.
With so many gifts to buy, they’ll be appreciative of a simple guide that gives
them plenty of food for thought. Focus on the products that are already selling
so that you have the most chance of selling even more of them.
Benchmark your site speed so that you
can keep up with increased traffic
Refining your site’s loading speed is
essential if you want to be able to keep up with the increased traffic during
the holiday season. Hire a professional and do this well before Christmas so
that you can root out any bugs and glitches well in advance.
With 40% of browsers giving up if a
site takes 3 seconds or more to load, you can’t afford to have a slow site.
Take the time to get it right by streamlining all of the code in the backend
and you’ll be able to offer your customers a reliable and hassle-free shopping experience.
Ideal if you want them to log on, purchase, and log off in a matter of seconds.
Personalize the experience with
The final thing to consider are
personal recommendations. We all receive those emails that tell us we might
also want to buy X, Y, and Z. But what if you could reframe them as ideas for
Use a mix of products that you think
the buyer themselves would like, and add in a healthy mix of your most popular
products. That way you’re hedging your bets that someone they will know will
want something that’s proving popular across a whole range of different
demographics. You might want to consider sites in multiple languages to reach
more audiences, feel free to choose the best translation site for these needs.
The holiday season is the busiest time
of year for E-Commerce businesses, so start planning early so that you can reap
the rewards in the new year. Tactics such as seasonal SEO, remarketing, and
targeted recommendations will all help you stay one step ahead of the
Just make sure you make it fun and
enjoyable for your customers. A lot of people will be put off by an
over-zealous approach to selling, so keep things festive and use a cheery
seasonal tone when crafting your text.